I 摘要 农村金融是农村经济的核心，是支持三农发展的关键环节，发展好农村金融、 服务好三农经济，是决战决胜脱贫攻坚的经济基础和保障。农商行是县域一级的 法人机构，是服务农民、农村、农村经济的主要力量，相较于其他商业银行，其 优势在于，农商行的网点在农村分布广，网点触角延伸到了很多广大农村地区， 拥有良好的经营基础和人缘、地缘优势；其次是国家对“三农”经济的支持，也 通过农村商业银行惠及到广大的农村、农民身上，形成了以“政府——农商行—— 农民”互利共赢的农村金融模式，极大地推动了农村地区的金融发展。但是，就 目前来看，我国农商行发展水平不高，其外部、内部都存在很多问题。 网点是银行业务发展最基础的单元，是银行产品展示和服务的窗口，它能实 现面对面地与客户进行交流互动，让客户切身体验到银行的服务，在客户维护方 面比其他渠道更为有效。而随着互联网金融的发展，客户的消费理念和消费行为 也随之改变，银行网点传统的批发式金融服务、坐等客户上门的理念已经不能满 足客户需求，客户要求的服务更个性化、更细分化、更方便快捷。对于农商行的 网点来说，也面临着客户细分程度低、服务同质化、无法满足客户多元化差异化 的服务需求、网点成本高运行效率低等问题，导致银行经营效率不高、创利低下。 如何解决银行网点发展的这些问题？很多银行经过探索和研究，发现零售银行业 务相较于传统的公司业务具有小额分散、低资本消耗、抗周期性强、覆盖面广、 风险低等优势，对银行收入的贡献度越来越高，因此很多国外商业银行、国内大 型的商业银行、股份制银行提出了着力打造零售银行的战略，通过零售业务来实 现利润提升的转型策略。 本文所要讨论的问题，正是基于很多商业银行已经把零售银行业务纳入了未 来发展的战略布局的转型背景下，结合A农商行的案例，以点带面，来分析农 商行在网点和零售业务转型发展的现状，以及存在的问题，进一步分析农商行基 层网点零售业务转型的方法和措施，研究解决问题的策略。 通过本文的研究，进一步明确了A农商行基层网点零售业务转型发展的总 体思路、原则和方向，网点零售银行业务转型的关键在于，零售业务体制机制的 摘要 II 建设以及营销理念的转变，“以客户为中心”的网点规划布局、流程优化和零售 产品设计，网点内部硬件、软件的转型，强劲的科技支撑，线上、线下的渠道建 设，以及专业营销团队的打造和与零售银行业务相匹配的绩效考核，以及各项策 略的落实。 关键词：A农商行；基层网点；零售业务；转型策略 ABSTRACT III ABSTRACT Rural finance is the core of rural economy and the key link to support the development of agriculture, rural areas and farmers. To develop rural finance and serve agriculture, rural areas and farmers well is the economic foundation and guarantee to fight a decisive battle against poverty. Compared with other commercial banks, its advantages lie in that its outlets are widely distributed in rural areas, and its tentacles extend to many vast rural areas, with good business foundation and human and geographical advantages; Secondly, the state's support for "agriculture, rural areas and farmers" economy also benefits the vast number of rural areas and farmers through rural commercial banks, forming a win-win rural financial model of "government, rural commercial banks and farmers", which greatly promotes the financial development of rural areas. However, at present, the development level of China's rural commercial banks is not high, and there are many external and internal problems. Branch is the most basic unit of banking business development, and the window of bank product display and service. It can realize face-to-face communication and interaction with customers, and let customers experience the bank's service personally. It is more effective than other channels in customer maintenance. With the development of Internet finance, the consumption concept and behavior of customers also change. The traditional wholesale financial service and the idea of waiting for customers to come to the bank can not meet the needs of customers. The service required by customers is more personalized, more differentiated and more convenient. For the outlets of rural commercial banks, they are also faced with the problems of low degree of customer segmentation, homogenization of service, unable to meet the diversified and differentiated service needs of customers, high cost of outlets, low operation efficiency, etc., which lead to low efficiency and low profit. How to solve these problems? After exploration and research, many banks have found that ABSTRACT IV compared with the traditional corporate business, retail banking has the advantages of small amount dispersion, low capital consumption, strong anti cyclical, wide coverage, low risk and so on, and its contribution to bank income is higher and higher. Therefore, many foreign commercial banks, domestic large commercial banks and joint-stock banks have put forward the strategy of building retail banks, Through the retail business to achieve profit promotion transformation strategy. Based on the transformation background that many commercial banks have incorporated the retail banking business into the strategic layout of future development, this paper analyzes the current situation and existing problems of the transformation and development of outlets and retail business of rural commercial bank a by combining the case of rural commercial bank a, and further analyzes the methods and measures for the transformation of retail business of rural commercial bank's grassroots outlets, Study the strategy to solve the problem. Through the research of this paper, the general idea, principle and direction of retail business transformation and development of agricultural commercial bank a are further clarified. The key to the transformation of retail banking business is the construction of retail business system and mechanism and the transformation of marketing concept. The layout, process optimization and design of retail products, hardware inside outlets, and the transformation of retail banking business are the key factors The transformation of software, strong scientific and technological support, online and offline channel construction, as well as the establishment of professional marketing team and performance appraisal matching with retail banking business, and the implementation of various strategies. Keywords：A rural commercial bank;Grassroots outlets;Retail business; Transformation strategy 目录 V 目 录 摘要 ............ I ABSTRACT ...... III 第一章 绪论.. 1 第一节 研究的背景和意义 ................... 1 一、研究背景 .................... 1 二、研究意义 .................... 3 第二节 研究的目标和思路 ................... 4 一、研究的目标 ................ 4 二、研究的思路 ................ 5 第三节 研究内容与研究方法 ............... 5 一、研究内容 .................... 5 二、研究方法 .................... 6 三、技术路线 .................... 6 第四节 研究的创新点和不足 ............... 7 一、研究的创新点 ............ 7 二、研究的不足之处 ........ 7 第二章 银行网点零售业务转型的理论基础和文献综述 ...................... 8 第一节 银行零售业务的发展历程和理论基础 ................ 8 一、银行零售业务的发展历程 ....................... 8 二、银行零售业务发展的理论基础 ............... 9 第二节 银行网点转型发展概述和理论基础 .................... 10 一、银行网点转型发展概述 ......................... 10 二、银行网点转型发展的理论基础 ............. 11 三、SWOT 分析工具 ..... 12 第三节 文献综述 .. 12 一、银行零售业务发展的文献综述 ............. 12 目录 VI 二、银行网点转型的文献综述 ..................... 13 三、文献评述 .................. 15 第三章 A农商行零售业务和基层网点经营现状与问题分析 ............ 17 第一节 我国农商行零售业务和网点发展现状 ................ 17 一、零售业务概念 .......... 17 二、现代网点的定义 ...... 18 三、网点转型的内涵 ...... 19 四、我国农商行零售业务和网点发展现状 . 21 五、我国农商行零售业务和网点转型存在的问题 .................... 22 第二节 A农商行发展概况 ................. 24 一、A农商行概况 .......... 24 二、A农商行发展中存在的问题 ................. 25 第三节 A农商行零售业务发展和网点运行情况 ............ 26 一、A农商行零售业务概况 ......................... 26 二、A农商行基层网点运行情况 ................. 27 三、A农商行现零售业务发展存在的问题 . 27 四、A农商行基层网点在运行中存在的问题 ............................ 29 第四章 A农商行基层网点零售业务转型的